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2010 Social Gaming Research
Information Solutions Group
Table of Contents
Research Overview                                                 3
Profile of Social Game Players      ...
Research Overview
                                          Research Objectives
    – Determine the percentage of US and U...
Profile of Social Game Players




     2010 PopCap Social Gaming Research – Confidential   4
Profile of Social Game Players - Gender
• More females play social games (55% vs. 45%).
   - In the UK, the percentage of ...
Profile of Social Game Players - Age
• Social game players average 43 years in age. 20% are less than 30 years old, 21% ar...
Profile of Social Game Players - Living Situation
• Social game players are broken into three primary categories: Single w...
Profile of Social Game Players - Employment Status
• The majority (41%) of those playing social games work full-time, foll...
Profile of Social Game Players - Educational Attainment (US and UK)
       High school or less                            ...
Profile of Social Game Players - Income
       25%                                                                        ...
General Game Play Behavior




    2010 PopCap Social Gaming Research – Confidential   11
General Game Play Behavior - Other Game Play, In Addition to Social Games
• Two-thirds (69%) of social game players also p...
General Game Play Behavior - Percent of Game Play Time For Various Genres
• Among those who play games other than social g...
General Game Play Behavior - Percent of Game Play On Various Devices
• At 49%, desktop and laptop computers continue to be...
Social Game Play Behavior




    2010 PopCap Social Gaming Research – Confidential   15
Social Game Play Behavior - Length of Time Playing Social Games
• More than half (56%) of those surveyed have been playing...
Social Game Play Behavior - Frequency of Social Game Play
• The majority (95%) of those surveyed play social games multipl...
Social Game Play Behavior - Hours Per Week Playing Social Games
• One-third (33%) of social gamers spend less than one hou...
Social Game Play Behavior - Length of Typical Social Game Play Session
• The session length of social gamers varies widely...
Social Game Play Behavior - Why Play Social Games
                              I like the fun and excitement             ...
Social Game Play Behavior - Devices Used to Access Social Games
• 71% play social games on a desktop computer, 50% play on...
Social Game Play Behavior - Changes in Game Play Over Past 3 Months
• Just over one-third (35%) of social game players sai...
Social Game Play Behavior - Decline in Activities Due to Social Game Play
• About one-fourth (27%) of social game players ...
Social Networking Site
   Use and Activities




 2010 PopCap Social Gaming Research – Confidential   24
Sites Used and Activities - Social Networking Sites Where Social Games Are
Played
• At 83%, Facebook is the primary social...
Sites Used and Activities - Logging in Specifically to Play Games
• About half (49%) of the time social game players login...
Sites Used and Activities - Top Social Networking Activities
• Social gamer spend more than half (54%) their time on socia...
Social Games Played




2010 PopCap Social Gaming Research – Confidential   28
Social Games Played - Where Hear About New Social Games
 Saw it advertised or promoted
                                   ...
Social Games Played - Factors Influencing Social Game Selection
   Recommendation from friends,
      relatives or colleag...
Social Games Played - Number of Different Social Games Played
• Social gamers have played an average of 6.1 different soci...
Social Games Played - Specific Games Played
• At 51%, PopCap’s Bejeweled Blitz is the most popular game among social gamer...
Social Games Played - Games Played at Least Once a Week
• FarmVille (69%), Bejeweled Blitz (65%) and Texas HoldEm (63%) ar...
Social Games Played - Weekly Game Play
• In terms of total hours of game play per week, Texas HoldEm topped the list with ...
Social Games Played - Weekly Game Play by Country
• UK social game players spend the most time playing YoVille, Texas Hold...
Social Games Played - Bejeweled Blitz Game Play vs. Other Social Games
                                        More fun   ...
Virtual Currency
   and Special Offers




2010 PopCap Social Gaming Research – Confidential   37
Virtual Currency - Earning and Spending and Purchase of Virtual Currency
• Just over half (53%) of the social gamers have ...
Virtual Currency - Likeliness to Purchase Virtual Items with Real Money
• Only one-third (32%) of social gamers are likely...
Special Offers - Misled by an Ad or Other Special Offer
• One-fourth (25%) of social gamers have been mislead by an ad or ...
Social Gaming Relationships




    2010 PopCap Social Gaming Research – Confidential   41
Social Gaming Relationships - Relationship to Fellow Social Game Players
• 62% of social gamers play social games with per...
Social Gaming Relationships - Age of Fellow Social Game Players
• The majority (76%) of social gamers play social games wi...
Social Gaming Relationships - Influence on Relationships

 Social games have allowed                                      ...
Social Gaming Relationships - Level of Interaction with Fellow Game Players
                                              ...
Social Gaming Relationships - Appeal of Social Games Beyond Social Interaction
                                           ...
Personal Experiences Where
Social Game Play Resulted in
 Reconnecting with a Person
or Created New Relationship




     2...
• About 30% of the survey participants provided a comment describing a personal
  experience where playing social games re...
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  1. 1. 2010 Social Gaming Research Information Solutions Group
  2. 2. Table of Contents Research Overview 3 Profile of Social Game Players 4 General Game Play Behavior 11 Social Game Play Behavior 15 Social Networking Site Use and Activities 24 Social Games Played 28 Virtual Currency and Special Offers 37 Social Gaming Relationships 41 Key Takeaways 56 Segmentation Analysis 58 Research Methodology 67 About ISG and Toluna/Greenfield 69 2010 PopCap Social Gaming Research – Confidential 2
  3. 3. Research Overview Research Objectives – Determine the percentage of US and UK Internet users who play social games at least once a week. – Understand the game play behavior and preferences of social game players. – Create a profile of the typical social game player. Methodology/Audience Web Survey: 41 Questions ePanel: US and UK Internet Users Data Collection Period January 7, 2010 - January 12, 2010 1,202 % of Internet Users Total Responses Playing Social Games Total Responses - 4,917 Confidence interval: Total Qualified - 1,202 +/- 2.5 percentage points (US - 3.0, UK - 4.2) 24% of Internet Users Play . Social Games at least once a week (US and UK only) 2010 PopCap Social Gaming Research – Confidential 3
  4. 4. Profile of Social Game Players 2010 PopCap Social Gaming Research – Confidential 4
  5. 5. Profile of Social Game Players - Gender • More females play social games (55% vs. 45%). - In the UK, the percentage of female social game players is slightly higher at 58%. 60% 55% US UK Male 46% 42% 50% Female 54% 58% 45% 40% 30% 20% 10% 0% Male Female Q32 Gender 2010 PopCap Social Gaming Research – Confidential 5
  6. 6. Profile of Social Game Players - Age • Social game players average 43 years in age. 20% are less than 30 years old, 21% are 30 – 39 years old, 20% are 40 – 49 years old, while a total of 38% are at least 50 years old. - Social game players in the US tend to be older than those in the UK with 46% at least 50 years old, compared to only 23% in the UK. The average age of US social gamers is 48, while UK social gamers average only 38 years old. 25% US UK 22% < 18 0% 1% 21% 18 - 21 4% 8% 20% 20% Average Age 22 - 29 11% 22% Overall 43 US 48 30 - 39 20% 25% 16% UK 38 40 - 49 20% 22% 15% 14% 50 - 59 26% 15% 60+ 20% 8% 10% 5% 5% 1% 0% < 18 18 - 21 22 - 29 30 - 39 40 - 49 50 - 59 60+ Q33 Age 2010 PopCap Social Gaming Research – Confidential 6
  7. 7. Profile of Social Game Players - Living Situation • Social game players are broken into three primary categories: Single with no children (28%), Married with children living at home (28%) and Married with children not living at home (17%). - Due to the younger age of social gamers in the UK, more of these individuals are single with no children. 30% 28% 28% US UK 25% Single - no children 25% 33% Single - w/children at home 10% 12% Single - w/children, not at home 9% 7% 20% Married - no children 9% 8% 17% Married - w/children at home 28% 29% 15% Married - w/children not at home 19% 12% 10% 10% 9% 8% 5% 0% Single - no Single - Single - Married - no Married - Married - children w/children at w/children, not at children w/children at w/children not at home home home home Q34 Living situation 2010 PopCap Social Gaming Research – Confidential 7
  8. 8. Profile of Social Game Players - Employment Status • The majority (41%) of those playing social games work full-time, followed by 13% who are retired and 11% who are homemakers. 9% work part-time and another 9% are not currently working. - Due to the younger age of social gamers in the UK, more of these social gamers work full-time (47% vs. 38%), while more of the US social gamers are retired (16% vs. 8%). Work full-time (30 + hrs/week) 41% US UK Retired 13% Work full-time 38% 47% Homemaker 11% Retired 16% 8% Work part-time (< 30 hrs/week) 9% Homemaker 11% 11% Work part-time 9% 10% Not currently employed 9% Not currently employed 10% 7% Self-employed 7% Self-employed 7% 6% Student - College (Undergraduate) 4% Student - College (Undergraduate) 4% 5% Work full-time from home 1% 1% Work full-time from home 1% Work part-time from home 1% 1% Work part-time from home 1% Student - High School 0% 2% Student - College (Graduate/Post) 1% 1% Student - High School 1% Student - College (Graduate/Post) 1% 0% 10% 20% 30% 40% 50% Q35 Which of the following best describes your employment status? 2010 PopCap Social Gaming Research – Confidential 8
  9. 9. Profile of Social Game Players - Educational Attainment (US and UK) High school or less 21% • Less than half (43%) of those in the US Some college or Trade who play social games are college school 36% graduates with 28% receiving a 4-year degree. • 36% have completed some college or College graduate 28% trade school. Some graduate work 4% Master’s degree 9% Doctorate or Professional 2% degree 0% 10% 20% 30% 40% 5 grade C GCSEs (or • A total of 37% in the UK who play social 21% equivalent) or less More than 5 grade GCSEs 13% games have received an undergraduate (or equivalent) degree or higher, while 29% received an A levels/AS levels/Scottish 29% A levels/AS levels/Scottish Highers/NVQ levels 3 or 4. Highers/NVQ levels 3 or 4 Undergraduate degree or equivalent 22% • Another 13% received more than 5 grade GCSEs or equivalent. Postgraduate degree or 8% equivalent Professional qualification 7% 0% 10% 20% 30% Q36 Education 2010 PopCap Social Gaming Research – Confidential 9
  10. 10. Profile of Social Game Players - Income 25% • One-third (34%) of the US social gamers earn less than $35,000 US 21% annually, 17% earn between $35,000 and $49,000, 21% earn between 20% $50,000 and $75,000 and 23% earn at 17% 15% 14% least more than $75,000. As a 12% 11% 12% comparison, the median household 10% income in the US in 2008 was $52,000. 8% • The annual income of social game 5% players in the UK is slightly lower than those in the US. 0% - 22% of the UK social gamers earn < $15K $15K - $24K $25K - $34K $35K - $49K $50K - $74K $75K - $99K $100K + less than £15,000 ($24K) annually, 19% earn between £15,000 and £25,000 ($24K - $40K), 20% earn £25,000 and £38,000 ($40K - $61K) 25% 20% UK and 23% earn £38,000 ($61K) or more. 20% 19% Conversion Table 15% British £ US $ 11% £7,500 $12K 10% 9% 8% £11,999 $19.5K 7% 6% £14,999 $24.4K 5% 4% £24,999 $40K £37,999 $61K 0% £49,999 $81K < £7,500 £7,500 - £12,000 - £15,000 - £25,000 - £38,000 - £50,000 - > £75,000 £11,999 £14,999 £24,999 £37,999 £49,999 £74,999 £74,999 $122K Q37 Annual household income 2010 PopCap Social Gaming Research – Confidential 10
  11. 11. General Game Play Behavior 2010 PopCap Social Gaming Research – Confidential 11
  12. 12. General Game Play Behavior - Other Game Play, In Addition to Social Games • Two-thirds (69%) of social game players also play other types of video games including casual and/or hardcore games. - Almost three-fourth (73%) of social game players in the UK play other games, compared to 67% of US social game players. US UK Yes 67% 73% No 33% 27% Yes, 69% No, 31% Q8 In addition to the social games you play on a social networking site, do you play other video games, including casual games or hardcore games on a computer, handheld game device, console game system or mobile phone? 2010 PopCap Social Gaming Research – Confidential 12
  13. 13. General Game Play Behavior - Percent of Game Play Time For Various Genres • Among those who play games other than social games, social games represent 39% of their total game play time, followed by hardcore games at 31% and casual games at 30%. US UK 40% 39% Social games 39% 38% Casual games 31% 29% 35% Hardcore games 30% 33% 31% 30% 30% 25% 20% 15% 10% 5% 0% Social games Casual games Hardcore games Q9 Please specify the percentage of your game play represented by each of the following. 2010 PopCap Social Gaming Research – Confidential 13
  14. 14. General Game Play Behavior - Percent of Game Play On Various Devices • At 49%, desktop and laptop computers continue to be the device used most to play social, casual and/or hardcore games, followed by console game systems at 23% and handheld game devices at 15%. - Those in the UK, who play games from multiple genres, use a desktop or laptop computer to play those games less often than those in the US. 50% 49% 45% US UK Desktop/laptop computer 52% 44% 40% Handheld game device 14% 17% 35% Console game system 22% 25% Mobile phone 12% 14% 30% 25% 23% 20% 15% 15% 13% 10% 5% 0% Desktop/laptop computer Handheld game device Console game system Mobile phone Q10 In terms of the total amount of time you spend playing various types of games including social, casual and/or hardcore games, what percentage of your game play is played on the following devices? 2010 PopCap Social Gaming Research – Confidential 14
  15. 15. Social Game Play Behavior 2010 PopCap Social Gaming Research – Confidential 15
  16. 16. Social Game Play Behavior - Length of Time Playing Social Games • More than half (56%) of those surveyed have been playing social games for at least one year. One-fourth (26%) are fairly new to social gaming and have been playing for six months or less, followed by 17% who have played 7 to 12 months. - Those in the UK are newer to social gaming with only 31% playing two or more years, compared to 40% of those in the US. ISG Note: Since mainstream social games 30% have been available for just over two years, it is assumed that a portion of the 25% who said they have been playing social games for more US UK than three years, actually played other games on a social networking site or played other < 1 month 2% 2% genre’s of multi-player games. 25% 25% 1 - 3 months 9% 13% 4 - 6 months 14% 13% 20% 20% 7 - 12 months 16% 18% 1 - 2 years 18% 23% 17% 2 - 3 years 11% 12% 15% 14% > 3 years 29% 19% 11% 10% 10% 5% 2% 0% < 1 month 1 - 3 months 4 - 6 months 7 - 12 months 1 - 2 years 2 - 3 years > 3 years Q1 How long have you been playing social games? 2010 PopCap Social Gaming Research – Confidential 16
  17. 17. Social Game Play Behavior - Frequency of Social Game Play • The majority (95%) of those surveyed play social games multiple times a week with 34% playing several times a day, 30% playing once a day and 31% playing 2 to 3 times a week. - Those in the US tend to play more frequently with a total of 68% playing at least once a day, compared to 55% of the UK players. 40% US UK 35% 34% Several times/day 36% 30% 31% 30% Once a day 32% 25% 30% 2 - 3 times/week 28% 36% Once a week or less 4% 9% 25% 20% 15% 10% 5% 5% 0% Several times a day Once a day 2 - 3 times a week Once a week or less Q2 How often do you typically play social games? 2010 PopCap Social Gaming Research – Confidential 17
  18. 18. Social Game Play Behavior - Hours Per Week Playing Social Games • One-third (33%) of social gamers spend less than one hour a week playing social games, 38% spend 1 to 5 hours playing, while 28% play six or more hours a week. - Those in the US spend more time playing social games with 32% playing six or more hours a week, compared to 22% in the UK. 40% 38% US UK < 15 min 0% 0% 35% 16 - 30 min 12% 21% 31 - 59 min 17% 21% 30% 1 - 5 hrs 39% 36% 6 - 10 hrs 18% 13% 25% > 10 hrs 14% 9% 20% 18% 16% 15% 15% 12% 10% 5% 0% 0% < 15 min 16 - 30 min 31 - 59 min 1 - 5 hrs 6 - 10 hrs > 10 hrs S3 How many hours per week do you play online social games? 2010 PopCap Social Gaming Research – Confidential 18
  19. 19. Social Game Play Behavior - Length of Typical Social Game Play Session • The session length of social gamers varies widely with 23% playing 16 to 30 minutes at a time, 27% playing for 31 to 60 minutes and another 22% playing for 1 to 2 hours. - The session length of those in the US is slightly longer than those in the UK. 30% 27% US UK 25% < 5 min 1% 2% 23% 5 - 10 min 7% 6% 22% 11 - 15 min 10% 15% 20% 16 - 30 min 22% 26% 31 - 60 min 27% 25% 1 - 2 hrs 24% 19% 15% 3 - 4 hrs 6% 5% 12% 5 hrs + 4% 2% 10% 6% 6% 5% 3% 1% 0% < 5 min 5 - 10 min 11 - 15 min 16 - 30 min 31 - 60 min 1 - 2 hrs 3 - 4 hrs 5 hrs + Q3 How long is your typical social game play session? 2010 PopCap Social Gaming Research – Confidential 19
  20. 20. Social Game Play Behavior - Why Play Social Games I like the fun and excitement 53% • Fun and excitement (53%), stress It is a stress-reliever 45% relief (45%) and competitive spirit (43%) are the top three reasons I enjoy the competitive spirit 43% people play social games. I like the mental workout 32% • One-third (32%) like the mental It allows me to connect with others in my social network(s) 24% workout, while 24% play so they can connect with others in their I like the sense of accomplishment 20% social network. It improves my hand-eye coordination 10% It lets me express my personality 7% It is my preferred way of interacting with social network 5% contacts 0% 10% 20% 30% 40% 50% 60% US UK I like the fun and excitement 53% 53% It is a stress-reliever 47% 43% I enjoy the competitive spirit 43% 43% I like the mental workout 33% 31% It allows me to connect w/others in social network(s) 28% 17% I like the sense of accomplishment 18% 23% It improves my hand-eye coordination 10% 10% It lets me express my personality 8% 6% Q21 Why do you play social games? 2010 PopCap Social Gaming Research – Confidential 20
  21. 21. Social Game Play Behavior - Devices Used to Access Social Games • 71% play social games on a desktop computer, 50% play on a laptop computer, while 9% play on a mobile phone. • 71% of the social gamers use only one device to play social games with a desktop computer being the most popular, 21% play on two devices, while only 5% play on all three devices. - Desktop computers are more popular among US social gamers, while use of desktops and laptops are equal among UK players - Game play on a mobile phone is higher among those in the UK. 80% 71% US UK 70% Desktop 76% 61% 60% Laptop 45% 60% Mobile 8% 12% 50% 50% 40% 30% 20% 9% 10% 0% Desktop computer Laptop computer Mobile phone Q17 Which devices do you use to access games on social networking sites? 2010 PopCap Social Gaming Research – Confidential 21
  22. 22. Social Game Play Behavior - Changes in Game Play Over Past 3 Months • Just over one-third (35%) of social game players said their game play has increased over the past three months, followed by 10% who said it has decreased. More than half (55%) indicated that their game play on social networks is about the same. 60% US UK 55% Increased 34% 35% 50% Decreased 10% 12% About the same 56% 53% 40% 35% 30% 20% 10% 10% 0% Increased Decreased About the same Q11 How has your game play on social networking sites changed over the past three months? 2010 PopCap Social Gaming Research – Confidential 22
  23. 23. Social Game Play Behavior - Decline in Activities Due to Social Game Play • About one-fourth (27%) of social game players said they read less since they began playing social games, followed by 26% who watch TV/movies at home less and 24% who surf the Internet less. • One out of five (21%) said they spend less time doing hobbies, while another 21% exercise less. • 28% said their involvement in social games has not affected their involvement in other leisure time activities. US UK Reading a book, magazine or newspaper 27% Reading (book, mag, newspaper) 27% 27% Watching TV/movies at home 26% Watching TV/movies at home 27% 25% Surfing the Internet 24% Surfing the Internet 24% 24% Hobbies like arts and crafts, scrapbooking, knitting 21% Exercising or playing sports 21% Hobbies (scrapbooking, knitting) 21% 20% Playing (non-computer) cards, board games or puzzles 19% Exercising or playing sports 22% 20% Talking on the phone 18% Playing (non-computer) games 20% 18% Listening to music/radio 15% Talking on the phone 19% 17% Cooking 14% Listening to music/radio 15% 15% Going to the movies 14% Cooking 14% 14% Shopping 13% Going to the movies 16% 12% Spending in-person time with friends or family 12% Gardening 11% Shopping 13% 12% Outdoor activities like hiking, fishing 10% Spending time with friends/family 13% 11% Attending sporting events 9% Gardening 10% 13% 9% Texting or IMing Outdoor activities 10% 9% None of the above 28% Attending sporting events 9% 9% 0% 5% 10% 15% 20% 25% 30% None of the above 29% 27% Q31 As a result of playing social games, which of the following other activities do you spend less time doing? 2010 PopCap Social Gaming Research – Confidential 23
  24. 24. Social Networking Site Use and Activities 2010 PopCap Social Gaming Research – Confidential 24
  25. 25. Sites Used and Activities - Social Networking Sites Where Social Games Are Played • At 83%, Facebook is the primary social networking site social gamers go to play social games, followed by MySpace (24%) and Bebo (7%). - Within the UK, Facebook is the predominate social networking site for game play at 90%, while Facebook (79%) and MySpace (30%) are used more often by US gamers. 90% 83% US UK 80% Facebook 79% 90% MySpace 30% 12% 70% Bebo 6% 9% 60% Friendster 6% 2% Hi5 4% 3% 50% Orkut 3% 1% Netlog 3% 1% 40% 30% 24% 20% 10% 7% 5% 4% 2% 2% 0% Facebook MySpace Bebo Friendster Hi5 Orkut Netlog Q5 Which social networking website(s) do you visit to play social games? 2010 PopCap Social Gaming Research – Confidential 25
  26. 26. Sites Used and Activities - Logging in Specifically to Play Games • About half (49%) of the time social game players login to Facebook or to other sites specifically to play games. - Those in the US are more likely to log in to a social networking site just to play games than those in the UK. US UK 40% 0% 3% 1% 1% - 25% 31% 40% Overall 49% 34% 35% US 51% 26% - 50% 24% 25% UK 44% 51% - 75% 13% 13% 30% 76% - 100% 30% 21% 27% 25% 24% 20% 15% 13% 10% 5% 2% 0% 0% 1% - 25% 26% - 50% 51% - 75% 76% - 100% Q6 When logging into a social networking site, what percent of the time do you log in with the specific intention of playing games? 2010 PopCap Social Gaming Research – Confidential 26
  27. 27. Sites Used and Activities - Top Social Networking Activities • Social gamer spend more than half (54%) their time on social networking sites playing games. - In addition to playing social games (39%), social gamers also spend 15% of their time playing other non-social games. - Chatting/messaging with friends (17%), posting comments/photos (11%), posting/looking at photos (10%) and reading comments (10%) are the other top activities performed on social networking sites. - Those in the UK tend to chat/message slightly more than those in the US. Play social games with others 39% Chat/message with friends 17% Play non-social games 15% Post comments on friends' status, wall, photos 11% US UK Post/look at photos 10% Play social games 40% 36% Read comments on friends’ wall 10% Chat/message 15% 19% Read news 9% Play non-social games 16% 13% Take quizzes 8% Post comments 11% 11% Watch videos 8% Post/look at photos 10% 9% Invite/add new friends 7% Read comments 11% 9% Poke/nudge friends 7% Post links 7% Update personal profile/status 7% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Q7 When on social networking sites, what percent of your time do you spend participating in the following activities? 2010 PopCap Social Gaming Research – Confidential 27
  28. 28. Social Games Played 2010 PopCap Social Gaming Research – Confidential 28
  29. 29. Social Games Played - Where Hear About New Social Games Saw it advertised or promoted 38% • Ads promoting games on social on a social networking site networking sites (38%), and word of Recommendation from a friend, 38% mouth are the primary ways relative or colleague Internet users hear about new social Receive alert from an online games. 35% friend who is playing a game - A combined 57% rely on word of Online search through Google, 27% mouth which includes either a Yahoo!, AOL, Bing, etc. recommendation from a friend, Saw an advertisement on a site relative or colleague or receipt of an alert from online friend to hear other than a social networking 18% site Read about it on a blog or a about new games, while 27% hear about new games from website other than a social 12% networking site Mentioned in an article in a online searches. - Social gamers in the US receive newspaper or magazine or on 10% TV 0% 5% 10% 15% 20% 25% 30% 35% 40% recommendations more often than those in the UK (40% vs. US UK 33%), while those in the UK see Saw it advertised or promoted on a social networking site 36% 44% more ads on social networking Recommendation from a friend, relative or colleague 40% 33% sites (44% vs. 36%). Receive alert from an online friend who is playing a game 36% 33% Online search through Google, Yahoo!, AOL, Bing, etc. 27% 26% Saw an ad on a site other than a social networking site 20% 14% Read about it on a blog or a website 12% 11% Mentioned in newspaper or magazine or on TV 11% 8% Q4 How do you typically hear about new social games? 2010 PopCap Social Gaming Research – Confidential 29
  30. 30. Social Games Played - Factors Influencing Social Game Selection Recommendation from friends, relatives or colleagues 60% • A recommendation from a friend, Familiar with the title/Played relative or colleague (60%) is the number one factor influencing the similar game elsewhere 46% selection of social games, followed Featured on a social networking site 32% Comes from a brand I trust 14% by the familiarity with the title/played a similar game Online advertisement 11% elsewhere (46%). Online search through Google, Yahoo!, AOL, Bing, etc. 10% • One-third (32%) said they often try Promotional email 7% a game because it is featured on a social networking site. - Social gamers in the US rely more Article in newspaper or magazine, or shown on TV 6% Review on a blog or website other than social networking site 4% on recommendations (62% vs. 57%) and familiarity with the games (48% vs. 43%), while 0% 10% 20% 30% 40% 50% 60% 70% US UK those in the UK are influenced Recommendation from friends, relatives or colleagues 62% 57% more by ads on social networking Familiar with the title/Played similar game elsewhere 48% 43% sites (37% vs. 30%). Featured on a social networking site 30% 37% Comes from a brand I trust 12% 16% Online advertisement 12% 10% Online search through Google, Yahoo!, AOL, Bing, etc. 9% 11% Promotional email 9% 4% Article in newspaper or magazine, or shown on TV 6% 6% Review on a blog or website 5% 3% Q16 When selecting which social games to try, which factors most influence your decision? 2010 PopCap Social Gaming Research – Confidential 30
  31. 31. Social Games Played - Number of Different Social Games Played • Social gamers have played an average of 6.1 different social games, with those in the UK playing slightly more than those in the US. • The majority (39%) of social gamers have played between three and five games. 45% 39% US UK 40% Average # 1 12% 12% Games Played 35% 2 17% 14% Overall 6.1 US 6.0 3-5 40% 38% 30% UK 6.5 6 - 10 19% 22% 11 - 15 5% 5% 25% 16 - 20 4% 5% 20% 21 - 25 2% 2% 20% > 25 2% 2% 16% 15% 12% 10% 5% 5% 4% 2% 2% 0% 1 2 3-5 6 - 10 11 - 15 16 - 20 21 - 25 > 25 Q12 How many different social games have you played? 2010 PopCap Social Gaming Research – Confidential 31
  32. 32. Social Games Played - Specific Games Played • At 51%, PopCap’s Bejeweled Blitz is the most popular game among social gamers, followed by FarmVille (44%) and Mafia Wars at 32%. • Texas HoldEm (28%), Farm Town (27%) and Café World (24%) are also quite popular. • A wide variety of “other” social games played were provided by respondents. Refer to the Comments Report for a complete listing. Bejeweled Blitz 51% US UK FarmVille 44% Bejeweled Blitz 48% 55% Mafia Wars 32% FarmVille 41% 49% Texas HoldEm Poker 28% Mafia Wars 32% 31% Farm Town 27% Texas HoldEm 30% 25% Farm Town 25% 31% Café World 24% Café World 22% 27% FishVille 18% FishVille 17% 21% Happy Aquarium 18% Happy Aquarium 16% 22% YoVille 17% YoVille 17% 17% PetVille 16% 18% PetVille 16% ISG Note: It is ISG’s opinion that 51% of Collapse 15% 14% Collapse 15% respondents playing Bejeweled Blitz is quite high and probably not a true representation. Pet Society 13% 20% 15% Our conclusion is that there may be some Pet Society brand confusion and that some individuals Restaurant City 10% 18% have played other versions of Bejeweled Restaurant City 13% instead of Bejeweled Blitz. Zuma Connect 12% 13% Zuma Connect 12% 0% 10% 20% 30% 40% 50% 60% Q13 Which of the following social games have you played on a social networking site? 2010 PopCap Social Gaming Research – Confidential 32
  33. 33. Social Games Played - Games Played at Least Once a Week • FarmVille (69%), Bejeweled Blitz (65%) and Texas HoldEm (63%) are the top three games that are played at least once a week, followed by Café World (59%) and Mafia Wars at 59%. • With the exception of Bejeweled Blitz, social gamers in the US tend to play the various social games more often. FarmVille 69% Bejeweled Blitz 65% Texas HoldEm Poker 63% US UK FarmVille 74% 60% Café World 61% Bejeweled Blitz 63% 69% Mafia Wars 59% Texas HoldEm 66% 57% Farm Town 50% Café World 69% 48% FishVille 46% Mafia Wars 60% 55% Farm Town 58% 37% Happy Aquarium 45% FishVille 53% 35% Pet Society 41% Happy Aquarium 54% 33% YoVille 41% Pet Society 44% 38% PetVille 39% YoVille 45% 31% Collapse 35% This data is based upon the number PetVille 42% 33% of respondents who play each game i.e. 69% of those who said in Q13 Collapse 39% 26% Restaurant City 34% that they play FarmVille, play that game at least once a week. Restaurant City 41% 27% Zuma Connect 34% Zuma Connect 38% 28% 0% 10% 20% 30% 40% 50% 60% 70% 80% Q14 Which of these games are you currently playing at least once a week? 2010 PopCap Social Gaming Research – Confidential 33
  34. 34. Social Games Played - Weekly Game Play • In terms of total hours of game play per week, Texas HoldEm topped the list with 54% of those who play weekly, playing at least one hour, followed by FarmVille, Café World and Restaurant City. • Bejeweled Blitz, which is a different type of social game is typically played less than an hour each week. < 15 15- 30 31- 60 1-2 3-4 5+ 1+ Overall min min min hrs hrs hrs hrs Texas HoldEm 4% 16% 26% 30% 15% 9% 54% FarmVille 9% 20% 21% 20% 17% 13% 50% Café World 9% 18% 24% 19% 15% 14% 48% Restaurant City 6% 25% 23% 21% 8% 19% 48% Mafia Wars 9% 19% 26% 20% 12% 14% 46% Farm Town 12% 15% 27% 25% 10% 10% 45% PetVille 12% 18% 25% 25% 9% 11% 45% YoVille 19% 20% 19% 20% 11% 11% 42% Bejeweled Blitz 5% 25% 30% 21% 10% 10% 40% Zuma Connect 6% 26% 28% 22% 10% 8% 40% FishVille 16% 20% 26% 21% 5% 11% 37% Happy Aquarium 13% 21% 31% 20% 8% 7% 35% Pet Society 12% 20% 39% 11% 11% 8% 30% Collapse 3% 38% 31% 11% 5% 11% 27% Q15 Of the games you are currently playing at least once a week, how much time do you play each week? 2010 PopCap Social Gaming Research – Confidential 34
  35. 35. Social Games Played - Weekly Game Play by Country • UK social game players spend the most time playing YoVille, Texas HoldEm and Farm Town, while US social gamers spend more time playing Texas HoldEm, FarmVille and Café World. < 15 15- 30 31- 60 1-2 3-4 5+ 1+ < 15 15- 30 31- 60 1-2 3-4 5+ 1+ US UK min min min hrs hrs hrs hrs min min min hrs hrs hrs hrs Texas HoldEm 4% 15% 25% 30% 16% 9% 55% YoVille 20% 15% 15% 20% 15% 15% 50% FarmVille 8% 19% 20% 20% 19% 13% 52% Texas HoldEm 3% 21% 28% 28% 12% 9% 49% Café World 9% 15% 26% 21% 16% 13% 50% Farm Town 13% 15% 26% 22% 17% 7% 46% PetVille 10% 21% 21% 33% 10% 6% 49% Café World 9% 25% 21% 15% 13% 17% 45% Restaurant City 6% 24% 21% 21% 6% 21% 48% Restaurant City 5% 25% 25% 20% 10% 15% 45% Mafia Wars 7% 20% 27% 21% 13% 12% 46% Mafia Wars 13% 18% 24% 18% 9% 18% 45% Farm Town 12% 15% 27% 26% 7% 12% 45% FarmVille 11% 24% 22% 20% 12% 12% 44% FishVille 20% 17% 19% 29% 4% 10% 43% Bejeweled Blitz 5% 22% 32% 19% 8% 13% 40% Zuma Connect 9% 23% 26% 23% 11% 9% 43% PetVille 17% 13% 33% 8% 8% 21% 37% Bejeweled Blitz 5% 26% 28% 22% 11% 8% 41% Zuma Connect 0% 33% 33% 20% 7% 7% 34% Happy Aquarium 13% 21% 24% 25% 9% 7% 41% Pet Society 13% 23% 35% 16% 6% 6% 28% YoVille 18% 22% 20% 20% 10% 10% 40% Collapse 7% 40% 27% 13% 0% 13% 26% Collapse 2% 37% 33% 11% 7% 11% 29% FishVille 7% 28% 41% 3% 7% 14% 24% Pet Society 11% 18% 42% 7% 13% 9% 29% Happy Aquarium 10% 21% 48% 7% 7% 7% 21% Q15 Of the games you are currently playing at least once a week, how much time do you play each week? 2010 PopCap Social Gaming Research – Confidential 35
  36. 36. Social Games Played - Bejeweled Blitz Game Play vs. Other Social Games More fun 49% • Half (49%) of those who have played PopCap’s Bejeweled Blitz said it is more fun than other social games, followed More fast paced 43% by 43% who said it is more More of a pure game experience 32% fast paced and 32% who feel it is more of a pure game experience. Does not allow me to interact with my friends as 23% much as other social games • On the negative side 23% said Does not involve a currency system where I earn credits for game advancement or buy virtual gifts 15% it does not allow them to interact with their friends as A less full-featured game experience 14% much as other social games, 15% noted that it does not More socially engaging 10% involve a currency system, while 14% describe it as a less 0% 10% 20% 30% 40% 50% 60% full-features game experience. US UK More fun 47% 54% More fast paced 46% 38% More of a pure game experience 37% 24% Does not allow me to interact with my friends as much as other social games 22% 24% Does not involve a currency system 13% 18% A less full-featured game experience 14% 15% More socially engaging 9% 10% Q25 How would you describe the game play experience you have when playing Bejeweled Blitz compared to other social games like Mafia Wars or FarmVillle, etc.? 2010 PopCap Social Gaming Research – Confidential 36
  37. 37. Virtual Currency and Special Offers 2010 PopCap Social Gaming Research – Confidential 37
  38. 38. Virtual Currency - Earning and Spending and Purchase of Virtual Currency • Just over half (53%) of the social gamers have earned or spent virtual currently while playing social games, but only 28% have purchased virtual currency with real-world money and only 32% have purchased a virtual gift. - Those in the US are slightly more likely to earn, spend and purchase virtual currency. Earn/Spend Overall US UK Yes 53% 55% 48% No 47% 45% 52% Purchase with Real- World Money Yes 28% 29% 25% No 72% 71% 75% Purchase Virtual Gift Yes 32% 35% 28% No 68% 65% 72% Q26 Do you earn or spend virtual currency when playing social games? Q27 Have you ever purchased virtual currency with actual (real-world) money? Q28 Have you ever purchased a virtual gift for someone when playing social games? 2010 PopCap Social Gaming Research – Confidential 38
  39. 39. Virtual Currency - Likeliness to Purchase Virtual Items with Real Money • Only one-third (32%) of social gamers are likely to purchase virtual items with real money with only 9% being Very Likely. - Those in the US are slightly more likely to purchase virtual items than UK social gamers. 50% 47% US UK 45% Very likely 9% 7% 40% Somewhat likely 25% 20% Somewhat unlikely 20% 23% 35% Very unlikely 46% 49% 30% 25% 23% 21% 20% 15% 10% 9% 5% 0% Very likely Somewhat likely Somewhat unlikely Very unlikely Q29 How likely would you be to purchase a virtual item with (real-world) money if it gave you a modest short-lived advantage in a game, e.g., power up special, bonus multiplier or special weapon or tool? 2010 PopCap Social Gaming Research – Confidential 39
  40. 40. Special Offers - Misled by an Ad or Other Special Offer • One-fourth (25%) of social gamers have been mislead by an ad or other special offer related to a social networking game, with slightly more of those in the US experiencing problems in this area. US UK Yes 28% 20% No 72% 80% Yes, 25% No, 75% Q30 Have you ever been misled by an advertisement or other “special offer” related to a social networking game you have played? 2010 PopCap Social Gaming Research – Confidential 40
  41. 41. Social Gaming Relationships 2010 PopCap Social Gaming Research – Confidential 41
  42. 42. Social Gaming Relationships - Relationship to Fellow Social Game Players • 62% of social gamers play social games with personal (real world) friends, followed by 56% who play with online friends, and 37% who play with online strangers. • A combined 43% play with someone who would be classified as a relative. - Social gamers in the US tend to play more with online strangers than those in the UK. Personal (real world) friends 62% Online friends 56% Online strangers 37% US UK Personal (real world) friends 61% 66% Other relatives 30% Online friends 56% 54% Former classmates 20% Online strangers 41% 29% Other relatives 30% 29% Co-workers 15% Former classmates 20% 20% Spouse 13% Co-workers 14% 16% Spouse 13% 13% My adult children (18+) 13% My adult children (18+) 14% 11% My children (under 18) 8% My children (under 18) 7% 9% Current classmates 6% 5% Current classmates 6% 0% 10% 20% 30% 40% 50% 60% 70% Q18 What is your relationship to the people you play social games with? 2010 PopCap Social Gaming Research – Confidential 42
  43. 43. Social Gaming Relationships - Age of Fellow Social Game Players • The majority (76%) of social gamers play social games with people their own age (+/- 10 years). - More than half (53%) play with only one age group, while 20% play with two different age groups. People my own age (+/- 10 76% years) People my adult 22% children’s age People my parents’ age 18% US UK People my own age (+/- 10 yrs) 75% 77% Children (less than 18 People my adult children’s age 24% 20% 11% years old) People my parents’ age 19% 15% Children (less than 18 years old) 11% 11% People my grandparents’ 6% People my grandparents’ age 7% 4% age Don’t know 16% 11% Don’t know 14% 0% 10% 20% 30% 40% 50% 60% 70% 80% Q19 Which of the following represents the age group of the people that you play social games with? 2010 PopCap Social Gaming Research – Confidential 43
  44. 44. Social Gaming Relationships - Influence on Relationships Social games have allowed • On an overall basis only about me to reconnect with old friends, colleagues, 24% Strongly Agree 50% Somewhat Agree 3.99 one-fourth of social gamers classmates, etc. Strongly Agree (6 or 7 rating) that social gaming has I have made new friends as 27% Strongly Agree influenced their relationship a result of playing social games 47% Somewhat Agree 3.91 with others. - Social game players in the US tend to Agree that social games have an influence on Social gaming makes me feel more connected with 24% Strongly Agree 3.73 members of my social network 58% Somewhat Agree their relationships with others more than social gamers in the UK. I spend more time 27% Strongly Agree corresponding with 3.68 55% Somewhat Agree friends and family 1.00 1.50 2.00 2.50 3.00 3.50 4.00 4.50 % Strongly Agree US UK Allowed me to reconnect with old friends, colleagues, classmates 27% 18% Made new friends as a result of playing social games 31% 19% Makes me feel more connected with members of my social network 28% 19% I spend more time corresponding with friends and family 29% 24% Q20 How much do you agree or disagree with the following statements about how your involvement in social games has influenced your relationship with others? 2010 PopCap Social Gaming Research – Confidential 44
  45. 45. Social Gaming Relationships - Level of Interaction with Fellow Game Players • Less than one-fourth (22%) said My social game play is only that social game play is the only interaction they have with their a small part of my overall 42% interaction with them fellow game players, followed by 23% who said it is their primary My social game play is the primary form of interaction 23% form of interaction with these with them individuals. • 42% said social games is only a small part of their overall My social game play is my only interaction with them 22% interaction. - At 48%, social game players in My social game play is my the UK are more likely to preferred form of interact with those they play games with in other ways in interaction, but I also 13% interact with them in other ways addition to playing games. 0% 10% 20% 30% 40% 50% US UK Social game play is only a small part of my overall interaction with them 38% 48% Social game play is the primary form of interaction with them 22% 24% Social game play is my only interaction with them 24% 19% Social game play is my preferred form of interaction, but I also interact in other ways 15% 10% Q22 How would you describe the level of interaction you have with the people you play games with on social networking sites? 2010 PopCap Social Gaming Research – Confidential 45
  46. 46. Social Gaming Relationships - Appeal of Social Games Beyond Social Interaction • Beyond the social interaction, Friendly competition (leader boards and achievements) 59% social game players like the friendly competition including Interactive game play 49% leader boards and achievements (59%), followed by the interactive Opportunity to win prizes 35% game play (49%) and the opportunity to win prizes (35%). Cooperative game play 31% - Social game players in the US are more attracted to the Regularly scheduled tournaments 15% interactive game play, the opportunity to win prizes and Trial offers and specials offered by advertising sponsors 13% the cooperative game play, while allowing me to advance in a game those in the UK are more 0% 10% 20% 30% 40% 50% 60% interested in friendly competition. US UK Friendly competition (leader boards and achievements) 58% 61% Interactive game play 53% 41% Opportunity to win prizes 40% 24% Cooperative game play 34% 25% Regularly scheduled tournaments 15% 15% Trial offers and specials offered by advertising sponsors 14% 12% allowing me to advance in a game Q23 Beyond the social interaction and the camaraderie that social games offer, what features and functions of the games appeal to you most? 2010 PopCap Social Gaming Research – Confidential 46
  47. 47. Personal Experiences Where Social Game Play Resulted in Reconnecting with a Person or Created New Relationship 2010 PopCap Social Gaming Research – Confidential 47
  48. 48. • About 30% of the survey participants provided a comment describing a personal experience where playing social games resulted in reconnecting with a person or creating a new relationship. - More than one-third of the comments described how social game play enabled them to reconnect with friend, classmate, co-worker, relative, etc, while the remaining third focus on how social games enable them to make new friends and in a few cases even develop a romantic relationship. % of all Survey Respondents Met New People 10% Reconnect with Classmates 9% Reconnect with Friends 8% Reconnect with Relatives 3% Connect with People From Work 1% Reconnect with Girlfriend/Boyfriend <1% 2010 PopCap Social Gaming Research – Confidential 48
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